# 259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2024-05-01
- Length: 31m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand
- Listen: https://encase.substack.com/p/259-its-definitely-not-beer-with

## Summary

Dillon Dandurand, founder of Not Beer, explains how he launched a zero-carb, zero-alcohol sparkling water in Dallas, Texas, leveraging his background at Brazi Bites and Jack Black. He details the operational challenge of sourcing a full truckload of 155,600 tall boy cans to meet minimum order quantities, opting for a turnkey manufacturer to simplify logistics. Dandurand discusses the brand's humorous packaging design, which mimics beer aesthetics, and his strategy of using sampling and influencer marketing to drive retail distribution in Texas before expanding nationally.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=0) Introduction: Hosts and Guest Dylan Dandurand
- [4:21](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=261) Not Beer Launch and Volume Challenges
- [8:16](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=496) Dillon's Background and Business Plan
- [12:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=721) Sourcing Packaging and Turnkey Manufacturing
- [14:18](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=858) Packaging Design and Brand Voice
- [17:34](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=1054) Marketing Strategy: Sampling and Distribution
- [23:50](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=1430) Competition with Liquid Death and Criticism
- [28:59](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand#t=1739) Big Beverage Company Response and Future

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Not Beer (product)
- Brazi Bites (company)
- Jack Black (company)
- Liquid Death (product)
- Bud Light (product)
- Crown (company)
- Ball (company)
- Graphic Packaging (company)
- Ardagh (company)

## Related episodes from other shows

- [Founder Feature: Spencer Hoddeson, Gay Water](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-27-founder-feature-spencer-hoddeson-gay-water) (The Startup CPG Podcast)
- [Looking on the Starryside with co-founders Liz Seelye & Erin Fasano](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano) (The Startup CPG Podcast)
- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [Founder Feature: Amna Mettmann of Brause](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-18-founder-feature-amna-mettmann-of-brause) (The Startup CPG Podcast)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)

## Citing this page

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